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Much as Ogilvy wrote the bible on advertising, Burson has written the must-read book for the public relations industry.

Harold Burson, described by PRWeek as “the [20th] century’s most influential PR figure,” is perhaps the most recognized name in the industry today. The 96-year-old founder of PR giant Burson-Marsteller has had an incredible 70-year career, in which he built a global enterprise from a one-man consulting firm.

In this illuminating and engaging business memoir, Burson traces his career from studying at Ole Miss to serving in World War II, reporting on the Nuremburg trials, and joining with Bill Marsteller. Together, he and Marsteller made history in a new venture that would grow to be one of the biggest public relations companies in the world, with over 60 offices on six continents.

By way of personal and professional examples, Burson shows readers what public relations really entails―its challenges, methodologies, and impacts. His anecdotes on PR challenges like the “Tylenol crises,” the removal of confederate flags from Ole Miss, and the introduction of “New Coke” illustrate Burson’s time-tested tenets of great PR and crisis management. He interweaves iconic moments from the history of public relations into his story, making this a priceless and fascinating guide for professionals in any industry.

Public relations is practiced not only by every institution, but also by every individual. Throughout his ground-breaking career, which Burson describes as “a series of defining moments,” Burson set standards for corporate and individual behavior, insisting upon corporate social responsibility, product excellence, and unabated integrity. His legacy has shaped generations, and will shape many more to come.

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Editorial Reviews

Review

“This is the book everyone in public relations hoped Harold Burson would write. A comprehensive chronicling of Harold Burson’s phenomenal experiences on a fabulous journey from solo practitioner to the world’s most accomplished communications executive.” ―Donald K. Wright, Harold Burson professor of public relations, College of Communication, Boston University (Donald K. Wright)

“Inspiring from start to finish, Harold Burson, the godfather of public relations, takes readers on a compelling and fascinating journey by chronicling pivotal moments in his career and offering meaningful takeaways of lessons learned. Essential read for every student, academic, and practitioner!” ―Tina McCorkindale, president and CEO of the Institute for Public Relations (Tina McCorkindale)

“Harold Burson is to persuasion what Socrates was to wisdom.” ―Karen Hughes, counselor to the president for President George W. Bush (Karen Hughes)

About the Author

Harold Burson is the co-founder of Burson-Marsteller, one of the largest public relations firms in the world. Born in 1921, Burson played a leading role in transforming the practice of PR from a cottage industry to a global enterprise over the course of the 20th century. He has been called “the [20th] century’s most influential PR figure” by PRWeek―a reflection of his role as a counselor for generations of CEOs, government officials, and public sector leaders.

Burson entered Ole Miss at age 15 and paid his way by serving as a campus correspondent for the Memphis Commercial Appeal. He later joined forces with Bill Marsteller to establish Burson-Marsteller in 1953, which today operates in 60-plus wholly owned offices on six continents.

He has received numerous awards from PR organizations including Hall of Fame designations by the Public Relations Society of America, PRWeek, PR News, and the Institute of Public Relations. He was awarded an honorary degree by Boston University in 1988, and a chair in PR was established in his name in 1995. He was also active in numerous public service organizations, principally the John F. Kennedy Center for the Performing Arts. He was chairman of the Council on Economic Education in the early 1990s and chaired the Private Sector Public Relations Advisory Committee for the US Information Agency during the terms of Presidents Ronald Reagan and George H.W. Bush. He has been a Presidential appointee to the Commission on the Fine Arts, a member of the board of trustees for the Museum of the American Revolution, and a public relations advisor to President Reagan.

Harold Burson was married to Bette Foster Burson for 63 years. He has two sons and five grandchildren and lives in New York City. At the age of 96, he continues to appear in his office five days a week.

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This is a terrific guide to the art and importance of persuasive communications. Harold Burson is the master, and he has all the authority mixed with examples and anecdotes teach anyone how to make good things happen or solve difficult problems by understanding the issues involved and then communicating appropriately to effectively address those issues. A wonderful book by a wonderful man.

"The Business of Persuasion..." by Harold Burson is an excellent resource on the subject of public relations. At age 96, Mr. Burson has 7 decades of experience as a PR professional on virtually every continent. In addition, he is the Founding Chairperson of Burson - Marsteller.

Mr. Burson has plenty of advice for prospective PR practitioners. For instance, decide on your career early, develop good writing skills, learn to listen, cultivate networks of like-minded pros, take calculated risks and know the business top to bottom.

Early on, the author describes important personal characteristics like adapting quickly to new environments, always telling the truth and understanding customer requirements thoroughly. A large part of PR work involves convincing the client to embrace a specific course of action.

An old saying tells the story completely. "A man (person) convinced against his will is of the same opinion still." A good PR person not only gets agreement but also secures a complete understanding of the chosen course/alternative by the client.

The author explains that there is no such thing as international public relations. Rather, companies implement strategies on a country-by-country basis. Social norms, values, linguistics and many other aspects of living overseas do not lend themselves to uniform approaches for problem solving. The idea of maintaining a common PR culture globally is an extremely difficult task to accomplish.

Overall, "The Business of Persuasion.." by Harold Burson is a very complete guide on the dynamics of applying solid PR principles in a host of complicated and highly variable business contexts. Listening skills are paramount as are writing skills and the ability to empathize with the client.

If you are a PR flack at a big firm then you'll likely lap up Burson's self-congratulatory autobiography like a puppy drinking milk; if you;re like me - somebody with a background in journalism and a critical eye for the PR profession - you'll put it down after the first chapter. Pure self-indulgent crap.

This is a great multi-dimensional book. If you're in the PR business it's required reading: A history of greatness and how to behave successfully. If you're a business manager, it's major advice on the importance of managing your public brand image and how to grow a business. If you like Horatio Alger stories, this is wonderful; poor kid from Ol' Miss advising Presidents. I was fortunate to work for the advertising agency Harold was connected with. I watched, and sometimes participated in, the impressive evolution of his business from a bunch of press releasers to powerful communications consultants who managed "Total communications" long before it became fashionable. If nothing else, buy it in tribute to a hard working 90+ year old who remembers everything.